SEO is not dead, it’s just no longer fashionable which is a good thing



When was the last time you went to an SEO conference and they taught you to, “Make sure your keyword is in the title tag”, or “make sure your keywords are in text and not hidden in a graphic.”

Probably not for a long time, and there are a number of reasons why we no longer see the basics of SEO taught at SEO conferences.

  • Conferences are about new, cutting edge practices
  • We have had over a decade to learn the basics of SEO
  • There are a huge amount of fantastic, free content pieces that teach SEO
  • Many more methods of getting customers to your website can be employed these days.

When I started out performing SEO, it was a massive thing because there wasn’t a Twitter, there wasn’t a Facebook or a Youtube. The implementation of good SEO was crucial, it represented huge amounts of traffic relative to other methods.

But SEO is still crucial to any online marketing strategy. A good SEO is still worth their weight in gold and a bad SEO can take down your business.

There is also the fact that the mob always wants the new, shiny shortcut. The thing that means they can automate their marketing and scale it to the Moon, whilst they sit next to a swimming pool and drink a cool beverage.

Because there is this rabid crowd that are seeking new stuff there is a temptation to dress up old techniques as new and give it a new jargon term. Yes Inbound marketers I am looking at you ūüėČ

We can safely ignore mentions that SEO is dead, it clearly is not. Search engines do have more competition, but an optimised website is essential and will deliver a brilliant ROI


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How to create content for a credit card blog

Building a blog around the credit card niche can be highly lucrative when it comes to affiliate income. It may seem like a no brainer niche to make money in, but the problem is anyone who can stop playing Minecraft or Candycrush for 5 mins can knock up a blog, grab a bunch of keywords, look at where other sites are getting links from and build another credit card blog.

The biggest problem in such niches is standing out from the crowd. If 100 blogs write the same article and publish at the same time, people are still going to read only one and they will chose the one that stands out, that engages.

The deficit is in the ability of the creator to devise a narrative that attracts and engages.

Sure you can use some numpty content creation tool to throw up random ideas, or you can use your own creative skill to make something more powerful.

Take this story for example, from the Telegraph about a Russian man and a credit card company.

Credit card scam

The story was also reported in numerous news outlets including:

Huffington Post
Business Insider
and many more.

The point isn’t to create story like this (although I know many who do), the goal is to ride on the wave of interest that this story creates.

Desire information

The point is to tap into the desire for people to know more information. Some journalists who missed the boat on the first story will be on the look out for juicy research to create a follow story. Want to know how to influence journalists? Do part of their job for them, help them write their articles by digging up some tasty info.

There are a number of ways to create content around this news story, or rather around the desire for more information around the news story. Most make the mistake that they are creating content, you are not. You are fulfilling the need for people to get more information, and it is that desire that you need to focus on, remember this is about people, not about content.

The first thing that people will do after reading a story like this is to Google the details, so make sure you focus on those story keywords, the original news story may not even be focussing on the right keywords.

If you are able to soak up the second wave of traffic from a story like this, you will be able to give more depth or take a different quirk on the story. Even just by collecting similar stories from the past few years you are creating useful information.

In conclusion, the benefits from following up a tasty story like this are many:

  • Traffic
  • Links
  • Connecting with journalists
  • Fresh content
  • Demonstrating that you are on the ball.

And the story is pretty much created for you, you simply do more research and curation.

If you find any of this tricky, you can sign up to my training and coaching program or hire me to advise on content creation (digital agencies love this)


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Why you should not be working to get links from websites

Websites do not link to websites

People link

People share interesting stuff from other people.

Real people exist behind the website you want a link from. Think of the person you are going to outreach to and not the website when you do your link building.

It’s sounds crazy to say it, but the people who can give you a link are just like you and me, well maybe not me, I wouldn’t want to inflict that on them. But they have real needs and desires, most want to communicate and want to share, which is why you should communicate and share with them as fellow human beings.

If you are looking for ten top tips to optimise outreach, you are already thinking wrong. Change your mindset and stop thinking of people as a process and communicate with them as you would like to be communicated with.

You will be amazed at the success you will get.


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How to learn to create content by reading about Tinder and Almonds

Tinder and almonds

Companies hire me to help them create content that is different and stands out from the crowd. Most realise creating one piece of great content is achievable, as you are tapping a lifetime of experience and ideas. But once that creative reservoir is drained, you realise it’s quite hard to crank out kick ass content day after day.

Which brings me to sex and almonds. hardly ever do I read blogs about Tinder during my daily surf of the web (although I mostly read industry websites), this may be because the English are too embarrassed about it, the Americans are too puritanical about it, whilst the French are too busy having sex to write a blog post about it.

And yet it’s probably the one of the single biggest drivers of web traffic, so whilst we wait for Rand Fishkin to write a blog called, “How getting jiggy with it gets you web traffic”, let’s consider two articles I came across this week.

First adjust your frame of mind.

When we are looking for content ideas, we are looking to create them rather than consume them.
This is an important point as you need to be a dealer, not an addict.

If you are the person in your organisation responsible for cranking out content, you need to be in a frame of mind which is constantly looking for ideas. Coming across a well written article should trigger at least twenty solid content ideas. This frame of mind of being the dealer is something worth adopting if your desire is to maximise the creative process.

As someone who has always written, my mind is constantly in search mode for new content ideas from the media I consume. And so when I read the Vanity Fair article of the month about dating apps and the effect they are having on users moist brains, it triggered a huge amount of ideas and not just for the dating niche. Tinder and the Dawn of the ‚ÄúDating Apocalypse‚ÄĚ

I encourage you to read the Vanity Fair article to see if you come up with a bagful of content ideas, if you do not and your job is to come up with content ideas, ping me and let me help you.

You don’t even need to try hard to come up with ideas for so called “hard to blog niches”.

I came up with a bunch of ideas for the insurance niche:

  • How a Tinder user can insure themselves against a bad date.
  • Can a bar owner insure themselves against a lawsuit from Tinder users who hook up with the wrong person in their bar
  • 10 ways to insure your Smartphone whilst on a Tinder date
  • Quick and easy ways to find out if the guy you met 30 mins ago is an axe murderer.


Once you get in the right frame of mind ideas will flow, albeit as long as you are consuming excellent content.

Almond content

You may have noticed that almonds have become the fashion food of the month, although as far as I understand the science almonds have a proven health benefit.

As someone who intends to eat healthy (most of us intend to eat healthy, creating a large hungry crowd, ahem, for such information) I am always on the look out for a way to hack my diet (to “hack” is of course the buzzword of the year, probably a few months left before it’s considered old and knackered) as are large numbers of other web users. And so this article about almonds not only caught my eye, it drew me in and allowed itself to be consumed. Read it here, What America‚Äôs nutty demand for almonds is doing to California.

The article takes a counterintuitive stance regarding the almond craze, which can be very powerful, as our brains naturally look for danger after learning good news.

Thus an “Almonds are bad” story will get more attention after a reader has read an “Almonds are hood” story. You may think, “no duh”, as the reader may be in a frame of mind to learn more. But, that’s the point, as a content creator you find out where the interests and needs of the mob are and then provide the content which satisfies their lust.

Which is why I always tell people to be a dealer and not an addict. You’re aim is not to promote your own thoughts and opinions but to provide the content which will allow the reader to get their fix.

So if everyone is talking, tweeting and thinking about almonds you need to be creating content which fulfils that need. You don’t have to write specifically about almonds, but you need to be able to tap the hunger of the brain that is currently starving for more data about almonds.

For example, this article has almonds in the title, I did this for the specific reason that some people may be attracted to blog posts that touch on the subject, sex of course needs no explanation for why it is used, although I hope it needs no explanation. These keywords also trigger curiosity and whenever “sex” is mentioned the primal brain gets pinged.

Your content does not need to be about the thing that attracts, although it does need to be contextual else people feel cheated. As this blog is about how to create great context, the idea that it produces an article about how to use the subject of almonds is within context and I doubt that people came expecting information that cleansed their arteries.

I hope this article has shown you that you never need to be stuck for content ideas, you simply need to find out what people want, give it a twist and creates something that atracts and engages.

If you require help with your content strategy or help with coming up with content ideas, I have created a number of ways I can help you:
Creative Content Boost for Digital Agencies
Content Marketing Training
Content Marketing Consulting for Digital Agencies

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60 Second Website Review of The Raw Chocolate Company

This is a 60 second website review for the Raw Chocolate Company

I’m taking quick, video snapshots of website design, usability and brand building of websites I think are worthy of sharing. This is intended to be a series that will help to give an overview of numerous great websites and highlight the good stuff they do. I can give your website a video review and add it to the review section of for a low introductory offer. Click here for more information.

The website is the, it sells snacks based on the raw food concept and follows an ethical path, sourcing foods from Fairtrade suppliers.

The main things that struck me about was:

* Clarity of purpose
* Fresh design
* Strong brand image and ethos
* Aspirational tribe, strong lifestyle image

Raw chocolate

Products – Raw chocolate bar
The design of this website is clear, fresh and tells me exactly what it wants me to do. It wants me to buy one of it’s products and love the brand.

How it all started
The founder gives insight into lifestyle and ethos, and the desire to create an ethical and aspirational brand, which builds emotional attachment to the brand as we respond to personal information in a positive way.

The design is vibrant and reflects the products in its design without being cliched, cynical or too obvious.

Our story Brand ambassador – Kjersti Buaas
The “our story”, section, allows us to experience the journey the founder has taken and a look at the lifestyle of evangelist, Kjersti Buaas, as we are taken on a journey of snowboarding and wild Icelandic fjords.

Malawi orphanage
The website supports charities and causes, listing them on the site, and you get the feeling this is not just marketing, but they actually mean it, giving you a further reason to love the brand.

How could the site improve:

The blog could do with some work. For example a 12 minute interview with the founder was linked to, this should have been embedded into the site with further thoughts from the founder given.

Most sites fail to give clarity of purpose and instead present you with a confusing amount of options, which leads to cognitive confusion. This can induce a negative emotional response, which is then associated to the brand.

This connection with life style re-enforces the themes of the tribe of health, living life to the full and having great experiences. This is the emotional image that the target tribe aspires to. Without concentrating on the fact that the food may well be eaten in an office cubicle under fluorescent lighting, whilst thinking of the hellish commute which awaits.

The biggest asset to the brand is the founder, Linus Gorpe and the website reveals enough of him to want you wanting more. I expect a book and possibly a TV show to follow. But I would like to see “A day in the life of….” stories on the blog. I would also like to see some of the rabid fans (which I am sure exists) interviewed on the blog.

Businesses such as this have the tendency to stop when they get to the objective of giving the founders a specific lifestyle. But you get the feeling that the people behind this business and website are evangelists and such will build a strong brand and tribe.

In conclusion:

This site achieves its objectives very well. It is more about building a tribe and brand, rather than worrying too much about Google and in this social media world that can only be a good thing.

No Raw chocolate Goji berries were exchanged for this review. Although if I am sent some I will be very happy.

This Tribal Website review was given as an example of the content reviews offers, learn how to give your website a 60 Second Video Review right now.